• From the Gut: Rethink the Display CLICK

    It sure is en vogue to be riding the “death of traditional media bandwagon.” Attend any modern marketing event and you can’t escape the feeling the moment you walk in the door of a cultish ambience that permeates the room as the finger of modern marketing’s creeping death lurks all around to slay anything that doesn’t represent the new thinking (ok, I might be blacklisted from these events by the close of this blog.) And lumped into the anti-traditional marketing mentions that often seem to have little to no B2B vs B2C distinction are the “rah rah” keynotes calling for the end of days when it comes specifically to the online display advertisement (which is an infant compared to typical forms of traditional marketing.) So I’ve decided to go traditional too, the old-school REAL blog style – a stream of thought with no research while resorting to just the gut to defend the display ad. Let’s get this out of the way before I go any further, I’m a bit of a hybrid – I’ve relied on content marketing to drive lead generation through my tele

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  • ALL TV is INSTANT Response TV

    Scenario: you own a business selling widgies (competitor to widgets and not to be confused with the painful wedgie). You come to find out there is a Zookapalooza Festival in a nearby park where a thousand people will gather. You also know, through research and the expertise of your media consultant that about 80% of these gatherers are avid widget consumers and hence, also hold a high potential to buy your widgies. So what do you do? Perhaps you print up a thousand leaflets with widgie coupons and you plan to personally hand them out one by one. Or maybe you negotiate with the event organizers to sponsor the event, maybe set up a table to promote and sell your wares. Bottom line – you know your audience, and in this case you know where they are gathering and you also plan to have some degree of active involvement to brand your business and drive revenue. Makes sense right? Of course it does – you are a smart business person. Hold that thought and let’s switch gears

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  • Unicorn Meat, Klingons and ERP Platforms – All the Write Moves: Part 1.1b

    ta’ jegh – That’s Klingon for “Content is King” (hey, don’t tell me you didn’t learn something today!) But unless you are at a Star Trek convention, that piece of unearthly wisdom is likely not going to earn you any merit badges of mainstream social inclusiveness or even build personal equity for your ascent up the Corporate ladder. Don’t believe me? Go ahead and infuse a little awkwardness by dabbling in Klingon speak with your friends over a beer, or perhaps during your next Quarterly Business Review. But I digress… Point is, as a Demand Generation professional, I find myself constantly swimming in the deep end of the content marketing pool – and I come across some great examples of extremely well-written, engaging and impactful pieces and then some, well – examples that might have well been written in Klingon. And all too often it comes down to missing what is typically rule #1 in writing: KNOW YOUR AUDIENCE! (Oh how my High School English Teacher Mr. Stroud would be so proud of me for that – except my grammar

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